The business and culture of our digital lives, from the L.A. Times

Details of J.K. Rowling's new Pottermore online project were leaked to newspapers in England, and several of them reported that her official announcement Thursday will include news of a Pottermore-named online videogame.

The leaked memo, which according to the Independent was leaked to every newspaper in the country, outlines the public relations strategy of the project.

The memo at one point refers to a "Quill Quest" and also seems to indicate that Pottermore will involve wands being "physically laced and found." Some news reports have said the wands will be hidden throughout the U.S., United Kingdom and possibly other countries.

Other news sites have reported that the memo indicates Pottermore could be an online game similar to World of Warcraft, in which players control a character and interact with others in an online world.

J.K. Rowling's official announcement on the project is slated for 4 a.m. Pacific time Thursday. Since the leak, which led to questions of whether it was an actual leak or a strategic marketing ploy, not much has happened on the Pottermore website or Twitter page, but more owls have appeared on its YouTube page.

The memo appears to be dated December 2010 and lays out public relations plans through October 2011, which could indicate the online game's actual launch.

"The British press have been very imaginative in their interpretation of the document, but I can categorically say the project is not a Treasure Hunt or a game," Salt said in an email sent to the Technology blog on Wednesday afternoon.

So, what is Pottermore if not a game? Salt didn't say. Looks like Potter fans will have to wait until Rowling's official unveil tomorrow to find out.]